The Development Strategy Study Of AAM (Changshu) Company

With the continuously development of economic globalization, a lot of developingcountries achieve fast growing up in auto market. China auto industry captured thisopportunity as well. In the year of2009, China’s auto market sold about13.64millionvehicles, surpassed USA to be No.1auto market from all over the world. At the same time,China’s auto components industry is gradually growing up and stronger. The competitionamong auto components companies is extremely heated now.Entrepreneurs and scholars have found that any companies who already achievesuccess have to have right development strategies to guide companies, furthermore, thosecompanies all implemented strategies effectively with their own method in order to achievetheir development strategies. Developing a correct development strategy can guide thecorrect direction of company development. In the meanwhile, Companies implemented thecorrect development strategy in right way will help company to keep development powerand competitive advantage.AAM is a multinational auto components corporation from America. This paper willtake AAM Changshu as object to study. Base on the depth understanding of AAMChangshu’s development, by utilizing PEST method to analyze the external environmentof AAM Changshu to find out company developing opportunities and challenges; Byanalyzing technologies, services, marketing and production capabilities to study internalenvironment of AAM Changshu. Through utilizing SWOT method to study how AAMChangshu select developing strategy and plan. It study AAM Changshu futuredevelopment prospect on enterprises strategy level standpoint, build the developingstrategy for AAM Changshu and make up plans accordingly. The target of this paper is tohelp AAM Changshu to win opportunities and beat threats under the fierce competition among companies, to make AAM Changshu stronger and bigger so that it can occupy theleader position in auto axle industry, and at the same time, the research will contribute toauto axle industry or other auto components companies for their further development.